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HAMBURGERS

HAMBURGERS. Jonathan Villarruel Kings Boachie-Mensah Krishna Patel Matthew Wallace Ian Pirich Sahar Yehia. Background Info. The Griff's Burger Bar chain was founded in 1960 in Texas by the Griffiths family By 1965, there were 65 locations.

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HAMBURGERS

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  1. HAMBURGERS Jonathan Villarruel Kings Boachie-Mensah Krishna Patel Matthew Wallace Ian Pirich Sahar Yehia

  2. Background Info The Griff's Burger Bar chain was founded in 1960 in Texas by the Griffiths family By 1965, there were 65 locations. Most of the stores were located in high traffic locations, such as near a highway off-ramp, or along Route 66. 🍔🍔🍔🍔🍔🍔

  3. Background Info Continued • The company used a patented A-frame design for their building styles, produced by Valentine diners. • "Griffy", their mascot, was used extensively in their signage and advertising. • Griff’s of America now has their corporate headquarters in Dallas, Texas.

  4. Market ResearchSecondary Data • The annual expenditure on food for Hispanics/Latinos is 15.5%. This is higher than both African Americans(12.1%) and all other races(12.6%).1 • The largest source of expenditure on food is from families at 1,083,319 million dollars.2 • Pay: The median annual wage of construction laborers and helpers was $28,410 in May 2010. 3

  5. SWOT Analysis • External: Opportunities and Threats • Opportunities: Larger customer base, expansion, advertising, promotions. • Threats: Lack of convenience, quality of competitors, differentiation. • Internal: Strengths and Weaknesses • Strengths: Simplicity of the menu, fast service. • Weaknesses: Atmosphere, employee training (motivation), menu design.

  6. Market ResearchPrimary Data What are the major factors in food choice?

  7. Market ResearchPrimary Data • Griff’s Hamburgers menu prices’ range from $2 to $8 (Including Combos)

  8. Locations In DFW Area (Place)

  9. Product

  10. Promotion • Mailing list to three specified area zip codes surrounding the target location once every 3 months. • Text message promotion using Trumpia short code service for a period of a year to target potential customers living around the area and new visitors. • Text messages • Limited time offers: Purpose is to spark sales at the end of a quarter or experiment with new menu items.

  11. Promotion

  12. Perceptual MapUnique & Convenience Unique Five Guys Whataburger Sonic Convenient Griff’s Not Convenient Wendy’s Jack in the box Burger King McDonald’s Generic

  13. Positioning

  14. Target Consumers Source: http://leads.infousa.com

  15. Target Area

  16. Promotion Budget

  17. Advertising Timing Pattern

  18. Market Strategy • Diversification • Introduction of new items on the menu • Adding more locations for convenience • Implement a different atmosphere • Market Development • Extend existing products to new markets and segments; franchising. • Market Penetration • Increase quality and productivity.

  19. SuccessMetrics • To provide awareness of the Griff’s brand. • Increase sales by at least 20% • Increased marketing and popularity of the product; expand to more locations to increase convenience for people seeking fast food.

  20. Possible Errors • Did the survey at/outside restaurant. • Observational data was only for that specific time period.

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